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This world-renowned eatery excels at everything except what they're famous for
Braised Beef Soup
Green Beans
Spicy Kurobuta Pork and Shrimp Dumplings
Not sure if what they’re meticulously fiddling with is a dumpling or a radioactive molecule. In the waiting lobby of Din Tai Fung, six of the cooks are on display behind pane glass, like expensive jewelry or zoo bears. Guests huddle around the enclosure, hungry and ogling and furiously snapping for the Insta. In white coats, white hairnets, white ball caps, and white surgical masks, the cooks pull, snip, measure, weigh, flatten, fill, and pleat their legendary little food. A man stretches a denture-white string of dough, snips off a section onto the digital scale. It looks like gnocchi and weighs exactly—well, something specific, a weight codified at Din Tai Fung (DTF) headquarters in Taipei as the perfect weight for a Shanghai-style soup dumpling, or xiao long bao (XLB).
A cook grabs each nub, flattens it with a thin wooden roller, then flips the doughy disc acrobatically, Harlem Globetrotters–style, to another cook at the immaculate dough table. That cook weighs out a mix of minced, seasoned pork and room-temp cubes of soup and places it in the center of the disc. Each XLB gets 21 grams of filling (within a 0.4 gram margin of error), as mandated by DTF HQ. Finally, a cook pulls the edges of the dumpling up in a series of 18 pleats—always 18, because perfection, and also because saying “one” and “eight” in Mandarin sounds like “to get rich.”
Cooks shaping dumplings
The finished dumplings, looking like an ornate meringue or swirled dollop of vanilla soft-serve, are placed in a bamboo vessel, and steamed at an exact temperature for an exact amount of time. This is how you do XLB when you have over 130 locations worldwide, reportedly selling over 10 million dumplings a day. That number is downright McDonaldsian.
At your table, a server lifts the top of the bamboo vessel and steam rises to reveal six piping-hot XLB. Rock stars in the ’80s made similar entrances. You grab chopsticks, lift a dumpling from its basket, and gently place it in a soup spoon. Eat it right away, and the only condiment you’ll need is bacitracin to salve the scorched ruins of your mouth. Pierce the top with your chopsticks, or bite off the top, to release the steam and let it cool. The spoon will catch any of the sacred soup that might escape. Slurp a little, drizzle it with black vinegar (the classic XLB accompaniment, an aged vinegar made with charred rice, like a less-sweet balsamic), and pop it down.
The dumpling has a slippery-silk texture so sensual it’s nearly indecent. The soup is that warm broth that grandmas claim cures everything, from the common cold to prolonged unmarriedness. The pork is a loosely formed meatball, a porcine nugget of real sustenance.
That’s the XLB experience. And DTF has ridden these petite Shanghai specialties to global success. Founder Yang Bingyi was born in Shanghai, but during the Chinese Civil War fled to Taipei, Taiwan, opening a cooking oil shop in 1958. He served xiao long bao, but just as a sideshow. Fortuitously, his gourmet oil business took a nosedive when stores started selling it in cans. So in 1972, Yang ditched oils and made xiao long bao the sole focus of Din Tai Fung. He enjoyed good success until 1993, when the New York Times named it one of the top 10 restaurants in the world.
An NYT nod like that, especially in the ’90s, was rocket fuel. Yang capitalized on the exposure, expanding to Japan and China. In 2009, the DTF outpost in Hong Kong was awarded one Michelin star (the first Taiwanese restaurant to receive the honor). Michelin stars may not have the cosmic thrust they once did, but it’s rare for the tire company to constellate a chain restaurant. A case study of DTF’s business success is taught at Harvard.
So, obviously, there’s something special about DTF. And after two marathon meals at their new, 10,000-square-foot location at Westfield UTC, I can attest to something special. It’s just not the xiao long bao.
Spicy kurobuta pork and shrimp dumplings
I’d spent the week prior scouring the city for the best XLB. DTF’s were my third, maybe fourth favorite. They’re fine, fine. Their dough was far superior, membrane thin but sturdy enough to contain the soup without breaking. It didn’t taste of flour, either, which happens to lesser XLB that are undercooked.
The problem with DTF’s soup dumplings is that tradition is both the buoy and the anchor. The trick is retaining the part that keeps you afloat (that dough), and ditching the part that holds you down (DTF’s broth). Traditionally, XLB have a pretty simple, light broth, with hints of pork, chives, and ginger. But we’re living in the golden age of broths, where chefs are roasting bones, blooming spices and seeds, reducing the liquid to its most intense, primal essence. What for centuries was a faint soup is now a deeply flavorful, soul-restorative meal. DTF’s broth is far too shy in this brave new modern broth world.
Braised beef noodle soup
There’s also simply not enough of it. Each had a scant thimble. The name “soup dumplings” requires more soup.
It’s a shame, because DTF isn’t afraid to ghost tradition in the name of flavor. They sell an XLB with black truffle, which gives purists all sorts of fits. Problem is that truffles, for all their saintly food musk, are like ketchup—they overpower every other flavor. They bully nuance. Since DTF is already eschewing tradition… instead of truffles, I’d love to see DTF experiment with a more flavorful, remarkable broth.
What is remarkable about DTF is nearly everything else. Everything. The cleanliness. The knowledge and friendliness and intuition of the staff. The green beans. The fried rice. The spicy sesame noodles. The braised beef noodle soup. The red bean dessert bao buns. Everything.
A spread of dumplings, soup, noodles, and fried rice
Navigating a Din Tai Fung experience is dizzying. They don’t really do reservations, just a limited few a night, reserved far in advance. So it’s primarily walk-up. The restaurant opens at 5 p.m. The line starts at 4:45, and quickly colonizes the surrounding mall walkways. The usual wait time is 45 minutes to an hour for a table. Din Tai Fung is bigger than Bieber.
For a project of its size and repute, Din Tai Fung UTC has one of the most unassuming dining rooms I’ve ever seen. And by that I mean it’s not pretty. It’s a huge, immaculately clean mess hall, or college dorm cafeteria minus the hangover smell. This DTF was not designed for romance, it was designed to move some serious soup dumplings. Something about it reminds me of Ikea and it’s definitely the lights—set to a sort of weaponized fluorescence that turns every skin tone in the room the color of Anderson Cooper’s hair. It’s dinner as interrogation. But I think I know why they do this. Without searchlights, they couldn’t clean every table to within an inch of its life. DTF is the cleanest restaurant in the world. Bussers clear dishes with the monomaniacal efficiency of an Indy 500 pit crew. A busser sprays an even stream of cleaning solution from one corner to the next, forming a giant “X.” He covers his stream with a towel so that no nearby diner suffers a misting. Then he just exfoliates the thing. Not sure how you could get the table cleaner except maybe set it on fire. Quality-control checkers roam the room, making sure you could safely perform surgery on their tables. Their meticulousness is shocking, and wildly reassuring.
Spicy sesame noodles
There are spies who aren’t as well trained as these employees. DTF reportedly spends over 50 percent of its revenue on training, pay, and benefits, and they rank among the top in the industry. Before they open for business, I spot them performing a team chant. Like they’re the Lakers, and every night is the big game. It’s a little cultish and, in an American society that often shrugs and sighs at hard work, inspiring.
Our servers explain each dish in detail and tell you how to eat them. (“That’s got two kinds of crab, which is often a little too crabby for some diners. And we suggest eating these without sauce.”) They seem to have cracked the space-time continuum, too, since dishes arrive seconds after you order them, yet don’t taste like they’ve been sitting under heat lamps, coagulating. A smart move may be to “slow order”—order, eat food, order more food, etc.—because otherwise it all lands on the table at once.
The dining room inside Din Tai Fung
Order those magic green beans, which are dry-fried Sichuan style, wrinkling the exterior with fry flavor but leaving the interior popping with vine-fresh beans, then garnished with Taiwanese pickles, minced garlic, and sea salt. And the fried rice (we ordered brown because we enjoy nutrients), perfectly fluffed and not overly oiled, spackled with both white and yellow bits of egg, and green onions. The noodles with sesame sauce are nutty and spicy and life affirming. The broth in the braised beef noodle soup is so intensely flavorful you wonder why they don’t use it in the xiao long bao. The sauce on the shrimp and kurobuta pork wontons is spicy and deep (with a zing from, I believe, black vinegar), so good it could be the olive branch between wildly different cultures. Be sure to use their soy sauce with abandon—they brew their own, and it’s a revelation. There’s a blood orange martini with boba (large, black tapioca balls, famous from Taiwan-style tea), plus a lychee martini and mediocre wine by the glass.
Yes, I wish they would dim the lights. Restaurants often have lights blazed like this to encourage diners to eat and move on. And if asked where to find the best xiao long bao in San Diego, I would not send them to a mall to wait an hour for DTF’s. But because of the service, the cleanliness, the efficiency, the great sampling of Taiwanese and Chinese food, the spot-on flavors of almost every dish except the XLB—I understand why this is regarded as one of the most starkly impressive restaurants on the planet.
After building a loyal following through coffee shop pop-ups, Scoopy Scoopy is putting down roots in Leucadia
There’s a saying in business that if you’re not evolving, you’re dying. I personally have a saying that if you’re not eating ice cream, you’re also probably dying, but of sadness.
Scoopy Scoopy doesn’t have either of those problems. The premium ice cream pop-up launched last year with the idea of setting up in coffee shops after hours, helping those businesses maximize their profitability while also avoiding the costs of a brick and mortar. But it turns out, a lot of people in Leucadia really like ice cream—so much so that Scoopy Scoopy decided to open their own scoop shop in the same building as Moto Deli and Cadence Cyclery (in the former Queenstage Coffee House space) on July 8.
Evolving doesn’t mean leaving the old ways behind. Zach Zien, who runs Scoopy with his partner Steven Segal and wife Sophia, says they will continue to pursue the shared space model on weekends at Coffee Coffee in Leucadia through the summer and are still open to popping up at other venues. “That’s still a core part of our business,” he says. But with steady demand in the Encinitas area, it gave them the confidence to put down roots of their own.
“People have really welcomed us and we’ve been well-received,” he explains. “We think this is the market to succeed in.”
The super-premium ice cream is still sourced from Chocolate Shoppe Ice Cream in Wisconsin, but instead of the eight flavors they’re limited to for popups, the permanent storefront will be able to offer 12. “There will be three or four that regularly rotate, with probably eight staples that are our best sellers,” says Zien, pointing to flavors like peanut butter, oatmeal cookie, and the alternating vegan options. They’ll also be able to fill pints to order, something they haven’t been able to do in the past.
Currently, Moto Deli closes at 4 p.m. daily, but once Scoopy Scoopy is up and running, it will offer beer and wine until 8 p.m. for a shared drinks-and-dessert Happy Hour. “We’re hoping to get a food truck vendor on regular rotation to have food options available after hours as well,” says Zien.
The spontaneity of pop-ups can be as exciting as it is efficient. But when it comes to ice cream, I like knowing exactly when and where I can get a scoop—before the sadness kicks in.
Scoopy Scoopy soft opens on July 8 at 190 N. Coast Hwy 101 in Encinitas. Initial operating hours are Wednesday and Thursday, noon to 8 p.m.; and Friday through Sunday, noon to 9 p.m. (subject to change).

Speaking of pop-ups, San Diego’s culinary entrepreneurs keep ramping things up with more concepts launching every week. But after a parade of pastry prodigies and brilliant breadmakers, it might be nice to sink your teeth into something with a bit of protein. (Shoutout to all my carboholic brethren out there.)
Jim Adamski is joining the ever-swelling ranks of MEHKO (Micro Enterprise Home Kitchen) businesses alongside the likes of The Hidden Gazebo Eatery in Lemon Grove and Warung RieRie in Serra Mesa with his new venture, Cold Smoke BBQ. He’s not following a specific regional barbecue style like Central Texas, Kansas City, or St. Louis—he’s driven by whatever inspires him at the time (or, whatever he’s craving). He’s also not following a specific schedule. “My loose plans are weekends… then eventually maybe during the week,” he says. His menu and pick-up schedule get updated regularly, with pre-orders available to pick up from his house in 4S Ranch. So far, he says the dry-rubbed ribs and rib tips have been the best-sellers. But if you absolutely can’t resist adding a bread-adjacent item, you’re still in luck—he’s got cornbread.
Beth Demmon is an award-winning writer and podcaster whose work regularly appears in national outlets and San Diego Magazine. Her first book, The Beer Lover's Guide to Cider, is now available. Find out more on bethdemmon.com.
Drink 182 will pair pop-punk nostalgia with New England-style pizza starting this summer
If you’ve ever squeezed yourself into a pair of black skinny jeans with a studded belt, sported a track jacket under a band t-shirt, or swept your Manic Panic-hued hair so far to the side that your part got caught in your cartilage earring, I have good news: Ocean Beach will get a shot of emo and pop-punk nostalgia when Drink 182 opens this July.
The pop-punk bar and pizza spot comes with bonafide scene points. Co-founder Jay Nightride runs the music production studio Nightride Visuals, has worked with artists like Steve Aoki, Lil Jon, and Fall Out Boy, and also plays in Death Cab for Karaoke, a live karaoke band that performs every month at Soda Bar (among other venues). His partner Tony Jaw is easier to spot—he’s the guy with the sky-high mohawk manning the karaoke booth at Redwing Bar & Grill who’s been in the local bar and hospitality business for over a decade.
Nightride says he’s had the idea for an emo enclave for years, but it wasn’t until after Covid that he partnered with Jaw and got the funding to move forward. “What I was looking to build was a place that I would want to be, where would I want to go to remember these nostalgic songs,” he says.
Pending permits and final inspections, Drink 182 is slated to open the second half of July. The vibe will be dive bar meets emo night, with memorabilia from different bands who have supported the project splashed across the walls, plus a few arcade games, TVs, and (I assume) a decent sound system. The hours are still undetermined, but Nightride says they tentatively plan to be open until 2 a.m. on weekends and Wednesdays for the OB Farmers Market. In the mornings, they’ll serve fresh pastries and coffee from the similarly music-aligned James Coffee Company (whose co-owner David Kennedy is a member of Angels & Airwaves with blink-182’s Tom DeLonge).
But it’ll be the pizza that really stands out—or at least, they hope. “We’re doing New England beach pizza… a really niche pizza that not a lot of people would know about, unless you’re from North Shore, Massachusetts,” says Nightride, a former Bostonian. “It’s a thin crust, very sweet sauce, very simple, fast, go-to-the-beach kind of thing.”
“Beach pizza” is characterized by its rectangular shape, very thin crust, sweet tomato sauce, and slices of Provolone cheese with minimal toppings. Drink 182’s version will feature homemade dough and sauce, as well as freshly sliced Boar’s Head Provolone. And yes, they are aware there are already a lot of pizza options in the area. It won’t be the same, Nightride promises.
“Everybody’s first reaction when they hear ‘pizza’ is like, ‘Oh great, another pizza place in OB,’” he laughs. “But we’re trying to do something different, just enough to differentiate it and give people another option.” If you’re not keen on the style, try one of their “drunkables,” another nostalgic riff they hope the pop-punk and emo crowd will appreciate. And if you still need a reason to give Drink 182 a try, I have more good news—you don’t actually have to break out your old skinny jeans. (In fact, please don’t.)
Drink 182 opens July 2026 at 5049 Newport Avenue in Ocean Beach.

Listen Now: The Latest in San Diego’s Food and Drink Scene
Have breaking news, exciting scoops, or great stories about new San Diego restaurants or the city’s food scene? Send your pitches to [email protected].
Beth Demmon is an award-winning writer and podcaster whose work regularly appears in national outlets and San Diego Magazine. Her first book, The Beer Lover's Guide to Cider, is now available. Find out more on bethdemmon.com.
From surprise revivals to changing dining habits, these are the shifts redefining the local culinary landscape
If absence makes hearts (and stomachs) grow fonder, then shuttered restaurants quickly become the hottest tickets in town—something a number of iconic institutions found out after taking very public hiatuses after historically long runs. For instance, following a lengthy (and extremely flip-floppy) closing process after 92 years in business, Las Cuatro Milpas reopened two blocks away in Mercado del Barrio. Similarly, Carlsbad butcher shop Tip Top Meats reopened in the same location (albeit a smaller space) after the death of founder Joachim “Big John” Haedrich in 2023. Finally, after a whopping decade out of business, Sami Ladeki and chef Alfie Szeprethy brought back Roppongi to its original Prospect Street space, where it was the talk of the town in the late ’90s. All came back under the same proprietors, so they weren’t third-party nostalgia-licensing deals. The algorithm may have ravaged our attention spans away from all but the newest and shiniest, but this proves there’s still hope for our collective prefrontal cortex.
Other local eateries honored their pasts by bringing in new perspectives. The Lion’s Share in Embarcadero, Milton’s Deli in Del Mar, Dudley’s Bakery in Santa Ysabel, and J-K’s Greek Cafe in La Mesa handed over the keys to new owners willing to take on a big task: maintain the soul of icons through particularly rough economic circumstances for restaurants, navigate big feelings from longtime regulars (who often don’t take kindly to change), and make some necessary changes to keep going for another few decades. Taking over a project in process can be a lot harder than starting from scratch. But building that feel-good nostalgia doesn’t happen overnight, so it sure helps to have a well-established playbook of success passed down from those who came before.

It wasn’t just restaurant groups from Los Angeles that decided to put down roots en masse, although San Diego saw plenty of LA transplants recently (Sugarfish, Mr. Charlie’s, For the Win, Katsuya Ko, Bacari). Global brands like Chef Fei, Zuma, and Pepper Lunch have locations of their own on the way, and upscale Canadian eatery Joey joined to the inescapable gravitational pull of Westfield UTC’s culinary cosmos for its first spot in America’s Finest City. Good to see the rest of the world is catching up with what we’ve been seeing the last few years—San Diego is a dining destination already on the rise.
Between the never-ending news cycle of doom and perimenopause brain fog, I’m at the stage in life where I’m more than happy to let someone else make a decision for me, especially when it comes to what’s for dinner. And based on the way a lot of menus look right now, I’m not alone. It seems like half the places I visit offer some version of a prix fixe, omakase, or tasting menu. Restaurants are embracing the curated experience to solve the problem of affordability (a fixed menu reduces food and labor costs, guarantees an acceptable check average, etc.) and critical thinking in one fell swoop. Omakase (meaning “I leave it up to you”) is far from a new concept in high-end Japanese sushi culture, but now that it’s popping up everywhere from coffee experiences to grab-and-go sushi and sandwiches, it’s gone from somewhat niche to nearly omnipresent.

The world got an up-close look at San Diego’s coffee industry when we hosted the premier specialty coffee expo World of Coffee for the first time this April. San Diego’s long and rich coffee history stretches back to the late 19th century. Things percolated fairly quietly for around a century before really picking up steam. Today, there are nearly 200 specialty roasters and cafes across the county, with many earning national accolades like the Good Food Award (Steady State Roasting, 2020; Bird Rock Coffee Roasters, 2023, 2021, 2019, 2017, 2016), Roaster of the Year by Roast Magazine (Mostra Coffee, 2020; Bird Rock Coffee Roasters, 2012), and the Specialty Coffee Association Coffee Design Award for packaging (Rikka Fika, 2026). Now that we’ve moved past the comically insufferable coffee snob era of the early 2000s, even java newbies can feel comfortable walking into pretty much any coffee shop in San Diego, asking questions, trying a few things, and feeling confident they’re going to get great service and a great beverage.
Beth Demmon is an award-winning writer and podcaster whose work regularly appears in national outlets and San Diego Magazine. Her first book, The Beer Lover's Guide to Cider, is now available. Find out more on bethdemmon.com.
Tips from the trusted experts at Mauzy Cooling, Heating, Plumbing, and Electrical
San Diego summers can be brutal. But since the hottest period is typically late summer into early fall, San Diegans still have time to prepare. The pros at Mauzy Cooling, Heating, Plumbing, and Electrical are standing by to help homeowners fortify their homes against the elements and ensure their air conditioning is as frosty as the penguins that serve as the company’s mascots.
Many homeowners underestimate the load their AC system faces, especially in the inland valleys where temperatures regularly top 100 degrees. San Diego regularly sees multi-day heatwaves each summer, and a system that struggles on the first day will likely fail by the third. Longer run times, unusual sounds or smells, and uneven cooling from room to room are all signs that your system may not survive the next hot spell.
Systems typically last 12 to 17 years, but there are exceptions. If a system is approaching that, or is already there, a professional evaluation is recommended before summer really heats up. A good rule of thumb: If you can’t remember when your system was last serviced, it’s due.
“As technology changes, systems become smarter and smarter,” says Sean O’Connor, an install manager at Mauzy with 42 years of experience. “There are a lot of people out there who will say a system’s only good for 10 years. I don’t buy that—these systems are built to last as long as they’re taken care of.”
There are also a few steps homeowners can take between services to extend the life of their system. Regularly changing a dirty filter—especially if you have kids or pets—and keeping an outdoor unit clean can help head off problems in the future, says O’Connor.
Also, be realistic about whether it’s time to replace a unit. O’Connor likens pouring money into salvaging a faulty unit with patchwork repairs and replacement parts to “tripping over a dollar to pick up a dime.” When one part fails, others are sure to follow, and newer parts may not be compatible with older units. Mauzy recommends homeowners use the 50% rule: If a repair costs more than 50% of the system’s replacement value, and the equipment is over 10 years old, replacement is usually the better long-term value. And don’t forget the ducting. An older house that was built with heat and later had air conditioning added may not have sufficient airflow, regardless of how good the system is.
Last but not least, homeowners should know who to trust when it comes to their homes. Built on three generations of professional integrity, Mauzy has grown into not just a leader for cooling, heating, plumbing, and electrical services, but a leader in the community known for supporting local nonprofits across an array of causes. To ensure complete peace of mind, Mauzy stands behind a comprehensive 12-point guarantee that outlines its commitment to outstanding service, quality equipment, expert technicians who understand how the local microclimates affect HVAC performance, and no upsells or surprises on the bill.
“We go the extra mile. That’s what sets us apart,” O’Connor says. To get a free quote today, visit mauzy.com.

Offering everything from smashburgers to sundaes, the latest food hall from Tiger Hospitality opens its doors this weekend
Omakase and fixed-price menus are one way hospitality businesses are addressing our collective food decision-making fatigue. But on the opposite end of the spectrum, some restaurateurs are offering a bonanza of totally unrelated options for people ordering on a whim. Why not pair a lobster grilled cheese sandwich, açaí bowl, and ridiculously loaded hot dog?
Starting June 27, diners can satisfy their spur-of-the-moment appetites at Global Fork in Little Italy, the latest food hall from Southern California-based Tiger Hospitality.
Six different food concepts will be featured in the 4,685-square-foot, indoor-outdoor space along the Piazza della Famiglia promenade. The space’s inaugural lineup includes a mix of Tiger Hospitality-owned concepts (Cosmos Burger, La Vida, Lobster Lab, and Prik Ki Nu Thai) and outside operators (Seattle-based Moto Pizza and Handel’s Homemade Ice Cream). The space next door, Good Enough Cocktail Club, is another Tiger-backed brand, operated by the team behind Same Same and Amor y Magia in Carlsbad.
Cosmos Burger serves smashburgers stacked with classic toppings, while Lobster Lab focuses on seafood favorites including lobster rolls, shrimp rolls, and lobster mac n’ cheese. Prik Ki Nu Thai adds Thai street food to the mix, with traditional noodle, rice, and stir-fry dishes. And for those looking for something on the lighter side, La Vida offers things like smoothies, salads, and wraps.

Moto Pizza focuses on Detroit-style square pizza with Filipino influences and, despite the name, is not affiliated with Mr. Moto Pizza. Handel’s, which began in Ohio in 1945, will offer dozens of flavors ranging from staples like chocolate and vanilla to rotating specialties packed with candies, cookies, and other mix-ins. (Handel’s already has a number of locations across San Diego, with a La Mesa store coming later this year.)
Some of these vendors already operate at Miramar Food Hall, the other Tiger-owned food hall in San Clemente. And some of them will also appear in Station8, the next food hall slated to open in UC San Diego’s Theatre District Living and Learning Neighborhood later this fall. But if you ask me, reviving the space that housed the Little Italy Food Hall before its closure last February is a far better outcome than leaving empty suites smack in the middle of an area saturated with fantastic food options. Plus, where else can you order a slice of beef adobo pizza alongside squares of caviar toast and a banana split?
Global Fork opens June 27 at 550 W. Date Street, Suite B, in Little Italy. Initial operating hours are from 9 a.m. to 9 p.m., seven days a week, but vendor hours may differ.

Listen Now: The Latest in San Diego’s Food and Drink Scene
Have breaking news, exciting scoops, or great stories about new San Diego restaurants or the city’s food scene? Send your pitches to [email protected].
Beth Demmon is an award-winning writer and podcaster whose work regularly appears in national outlets and San Diego Magazine. Her first book, The Beer Lover's Guide to Cider, is now available. Find out more on bethdemmon.com.
How the now iconic rating system became the biggest name in the food and how it made its way to our backyard
So, Michelin chose San Diego to host its annual awards show this week. Big thing for our city, which people wrote off as the flaccid mozzarella stick or the “fish tacos bro” of California food culture.
Michelin Guide is a pretty fascinating story. It started as a marketing brochure for a tire company and evolved into the strongest global marketing platform for restaurant culture in history.
In 1900, there were less than 3,000 cars in all of France. André and Édouard Michelin were trying to sell tires. A niche market. If people drove more, they figured, tires would go bald faster. They’d sell more rubber.
So they published a guidebook with maps, gas stations, mechanics, hotels, restaurants, and travel advice. The “How to Go Bald” book with food as the bait. By the 1920s, people were buying the guide just for the restaurant recs.
In 1926, Michelin introduced stars. This changes everything.
Originally just one. Five years later, it expanded to three. One meant “very good restaurant.” Two meant “worth a detour.” Three stars meant “worth a special journey.” In other words, wear those tires down to a nub in search of Dover sole.

By WWII, Michelin was the gold standard guide to French food. And French food was the gold standard for western food. Which was half the world.
Michelin first came to the US in 2005.
New York only.
(Knicks in five).
In 2007, San Francisco. Then LA and Vegas in 2008.
Michelin stopped publishing in LA and Vegas after two years and stayed dark until 2019.
Major theories for this?
First, print is expensive. I can attest. ROI on a printed story is hard.
Second, people wanted local critics, and they were finding them online.
Third, Michelin landed like a stuffed shirt in LA, which had taco carts in its heart. LA swiped hard left.
Then Michelin discovered a new way to fund what it does. Instead of trying to sell enough books to justify the cost (inspectors, printing, restaurant bills, etc.), it had tourism marketing districts pay for inspectors to come analyze their cities or states.
Tourism marketing districts are massive organizations whose primary goal is to sing the priases of their cities and states—attract tourists, who pay for hotels and spend money in the city. Heads in beds.
The first to swipe its credit card was California, which paid $600,000 in 2019 for Michelin to come back to LA, Orange County, Monterey, Sacramento, Santa Barbara, and… San Diego.
It’s an overwhelmingly positive thing, which is never without its doubters and critics.
Namely, not everyone is down with the pay for play model.
The biggest reason is that it means cities without big tourism budgets get left out. Chefs in those cities are chefs non grata in the eyes of Michelin. Which is a fair complaint, though also, sadly or not, kind of how capitalism works.
Michelin isn’t a government organization, or a nonprofit culinary organization. It’s a publicly traded company with real bills to pay and investors and shareholders to answer to.
Since it feels like a tad of a PR dilemma for Michelin, I have a proposal that may or may not work.
What if Michelin took a portion of the money it receives from larger cities and used it to fund its expansion into an underserved city or state that can’t afford it? Bake it into the price it charges California or any other state.
Again, Michelin’s not obligated to do this; there is no penalty beyond the paper cuts of public sentiment. But that sort of pay-it-forward model could help other cities without the resources to play the game, while simultaneously making Michelin’s reach bigger and more holistic.
Second, people claim this TMD-funded model somehow taints the winners.
I don’t buy that at all. All tourism boards are doing is paying a marketing business (Michelin) to come operate in their city. They’re not telling Michelin which restaurants to choose for awards. As I understand it, Michelin has retained independence, and its inspectors only award restaurants that they feel are absolutely worth it based on merit.
True pay for play would be if a restaurant group paid Michelin in exchange for a star. Or if tourism boards had a say in which restaurants received attention or awards.
I haven’t found any proof of that happening, and so I won’t ding the validity of the awards until (and if) I ever do.
All tourism boards can control is which areas they’re willing to pay to have analyzed. For instance, San Diego could technically ask that only the city be analyzed and not the county. Which it did not, most likely because Visit San Diego (our TMD) is in charge of marketing the entire county (and thus why Michelin stars like Jeune et Jolie, Lilo, and Addison are outside of SD city limits).
So, if you’re dead set on criticizing Michelin, I’m not sold yet on the pay-for-play model being the right route.
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